在線上購物愈趨盛行的情況下，有越來越多的研究顯示線上衝動性購買在零售消費市場中佔有相當的比例，並受到研究人員的關注。本研究主要調查網站品質、衝動性特質和享樂動機如何影響線上衝動性購買，其中享樂動機又以享樂性價值的角度來探討，而享樂性價值分為別冒險、社交、觀念、價值、滿足和角色。研究結果顯示，網站品質、衝動性特質和享樂動機會直接影響線上衝動性購買慾望。同時，冒險、社交和價值會影響享樂動機。本研究不僅為衝動性購買之影響因素提供了數據，亦可作為未來發展行銷策略時的參考。 Online shopping has been growing rapidly, there is growing evidence that Online impulse buying is in the account of a considerable propotion in existing retail market, which has been the focus of researchers. This study reports that examine how website quality, impulsiveness and hedonic motivations influence online impulse buying, and hedonic motivations is investigated from hedonic value. From the perspective of hedonic value, this study categorizes the hedonic value of Internet shopping as adventure, social, idea, value, gratification and role. The study finds that website quality, impulsiveness and hedonic motivations that directly influences the likelihood that a consumer will experience an urge to buy impulsively; hedonic motivation is influenced by adventure, social and value. This study not only provides quantitative analyses of online impulse buying, but also serves as a basis for the future growth of Internet marketing.